Key points:
- Define the objective before applying any tactic.
- Validate data, search intent and the competitive context.
- Connect execution with measurement, learning and continuous improvement.
| Aspect | What to review | Useful indicator |
|---|---|---|
| Seasonal Moments. How to carry out a promotional campaign | Goal, audience and expected impact | Qualified traffic, leads or conversions |
| Execution | Channels, content and required resources | Implementation quality and consistency |
| Measurement | Available data and later learning | Trend, cost, conversion and return |
Quick answer: Seasonal Moments. How to carry out a promotional campaign matters in digital marketing when it is connected to business goals, reliable measurement and a clear strategy. The priority is to understand its impact, apply it with judgment and link it to actions that improve visibility, acquisition and conversion.
For SEO projects, Arimetrics has a specialized SEO team focused on prioritizing actions with measurable impact.
The Seasonal Moments, that term with which we encompass all the celebrations that businesses take advantage of to sell more.
Valentine’s Day, Halloween, Black Friday, Cyber Monday, Christmas, Three Kings Day and, later, the sales, which have almost become just one more party. With the end of November come the most important celebrations for business and, with them, promotions.
The increase in online shopping is a reality and your business should not miss this opportunity.
The approach and development of campaigns and strategies take place months before and social networks play an increasingly important role, why? we’ll tell you.
Prepare your campaign
Índice de contenidos
Making sales during seasonal moments is a long-distance race. To be forward-looking, it’s important that you include these campaigns, and their budget, in your annual digital marketing plan.
Advertising is much more expensive during seasonal moments, there is more competition, so it makes sense to carry out campaigns in advance to attract the largest number of users to the early stages of the sales funnel. When the Seasonal Moment arrives you will have an audience of users, which in large part will have been cold traffic, to which to retargeting.
A study conducted by Facebook, hereinafter Meta,indicated that 86% of people who regularly use their social network (in the US) buy products that they have discovered through this social network in the last three months.
Update your business information
This year, Meta has published an article with suggestions to make the most of all the tools offered by both Facebook and Instagram. Inciden in taking full advantage of the catalog option. Here are some of the conclusions:
- Update the stock, prices and features of each product.
- Use eye-catching images for your catalog.
- Use the same product catalog for advertising campaigns and stores.
It is also important to make sure that the web is responsive, that is, that it is adapted to browsing different types of screens, such as mobile phones.
Finally, as we reach new (and many) potential customers, it is critical that their experience is rewarding. You can reinforce customer service, as well as have updated and visible in your social networks data such as the return policy, if home collection is offered, etc.
Sales-focused campaigns
If you are looking to sell, it is better to leave aside campaigns with objectives such as “interaction”, “lead generation”, “reach” or “brand recognition”, among others.
During seasonal moments consumers are willing to buy, so you can take advantage of it to create “conversion to sale” or “traffic” campaigns.
To know how many sales and revenue the campaign has generated, you must have the Facebook pixel activated and configured in your eCommerce and create a campaign with a goal of “conversions”.
From the beginning of 2021 Apple announced a series of changes related to iOS 14 that affect conversion events.
Summary
In conclusion, during the Seasonal Moments it will be more expensive to promote but they are dates in which potential customers are more predisposed to buy. More people will see your campaigns and therefore they will be more successful.
It may also be useful to review this related article: what is seo, to place connected concepts within a broader digital strategy.
Frequently asked questions
What are Seasonal Moments in marketing?
Seasonal Moments are seasonal dates or key occasions that concentrate purchase intent, conversation or demand, such as Christmas, Black Friday, sales periods or industry events. They help plan promotional campaigns with better timing.
How do you carry out a seasonal promotional campaign?
Choose the right moment, define the objective, audience, offer, channels, calendar, creatives, stock or operational capacity and measurement. Planning should begin before the demand peak.
Which channels work best for Seasonal Moments campaigns?
SEO, email, social ads, Google Ads, social media, landing pages, remarketing and specific content can work well. The choice depends on the audience, urgency, budget and type of promotion.
How should a seasonal campaign be measured?
It should be measured through revenue, margin, conversion rate, acquisition cost, ROAS, incremental traffic, leads, repeat purchases and comparison with equivalent previous seasons or campaigns.
